YANMAR Compact Equipment has revealed it has adopted a Premium Red paint colour across all its machines globally.
Premium Red machines were first introduced onto the North American market in 2020, and this latest roll out sees Yanmar’s EMEA (Europe, Middle East, Africa), AOLA (Asia excl. Japan, Oceania, Latin America) and Japanese markets completing the transformation.
The new paint colour brings Yanmar’s compact equipment in-line with Yanmar Group’s image.
“Our dealers and our customers really like the new colour,” said Jeff Pate, sales director at Yanmar Compact Equipment North America. “Everyone feels that Premium Red attracts attention on the jobsite, and just as the quality and reliability of our products stand out from the competition, in a sea of yellow competitive machines in North America, our Premium Red colour stands out too.”
Yanmar added the shift from the well-known Yanmar yellow is more than a cosmetic colour change.
“Yanmar Compact Equipment is on a journey of transformation,” commented CEO Giuliano Parodi. “We aim to be a global leader in compact equipment and, with the help of our dealer partners, deliver sustainable business solutions for our customers and the societies in which they operate.
“Our acquisitions of the past few years are now fully integrated into a harmonised, Yanmar CE way of working, with common processes and customer focus right across our enlarged product and services portfolio. For us, Premium Red sends out a clear signal that we are one company, with a clear product strategy. But our transformation goes far beyond our machines. Indeed, we are challenging the way we think and the way we work, to transform our products, our business, and our brand to create even more value for our customers.”
Yanmar CE is currently evaluating ‘several’ alternative fuel and powertrain technologies and recently unveiled its first electric mini excavator prototype, the SV17e. Featuring the Premium Red colour, the SV17e is aimed at customers in the European market in the 1.5 to 2-tonnes segment.
The business added that the change to Premium Red also heralds a new confidence in the Yanmar Compact Equipment brand and coincides with the launch of its new tagline, ‘Together We Build’.
